4
Launch approaches
Each was assessed for interest, emotional connection, and motivation.
Case studies Pharma
Choosing a launch message for patients and professionals
Consumer forums and professional interviews narrowed four launch approaches to one, followed by quantitative validation.
- Message & Creative Development
- Qual + quant
- B2B + consumer
2
Audience perspectives
Patients and healthcare professionals evaluated the creative before production.
The objective
A pharmaceutical launch had four communication approaches; one direction had to work with patients and healthcare professionals.
The research design
Patients reviewed the concepts in a three-day asynchronous online forum. Healthcare professionals took part in 45-minute virtual interviews. A quantitative study followed.
The outcome
The discussions documented the emotion surrounding the condition. One approach motivated both audiences; the client refined it and moved it into quantitative validation.
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View case →Have a related question?
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